https://www.youtube.com/watch?v=g_whjfNkvGw
The diamond industry’s first ad in half a decade targets, unsurprisingly, millennials… with the tagline ‘Real is Rare. Real is a Diamond’. Umm. Not sure if we’re sold on that, but more via Adweek:
“The data shows that millennials buy the most diamonds in the U.S., so this is a proactive measure to make sure that this isn’t simply tied to rituals like marriage,” Mother New York senior strategist Thomas Henry tells Adweek. “On the flip side, while most millennials do get married, it’s just not quite the same cultural institution that it used to be. … but that doesn’t change the desire to be in a meaningful long-term relationship.”
To that point, the couple in “Wild & Kind” isn’t quite sure whether they will get ever married, but they remain dedicated to one another.
“As a director I was attracted by the theme of love as an unpolished drama,” says Casper Balslev of RSA Films. “Being in a relationship can be a tough challenge, as much as an adventure. It’s personal and it’s intense.”
The tagline’s meaning is twofold: Just as “real” relationships are more authentic and desirable, the DPA wants to position true gemstones—instead of low-priced imitations like sapphires or cubic zirconia—as the same and have them represent the “real” relationship.